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Vrm Media Republic2


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Vrm Media Republic2

  1. 1. A new business model for free media. (that isn’t advertising) <ul><li>Doc Searls Not a Ph.D </li></ul><ul><li>Berkman Center </li></ul>
  2. 2. There’s a split in our psyches between producer and consumer <ul><li>At work we forget or ignored who we are at home. </li></ul><ul><li>So we “target,” “capture” and try to “own” our very selves. </li></ul>
  3. 3. Yet we’re all producers now. Or in a position to be. <ul><li>We can participate. </li></ul><ul><li>We don’t have to put up with being herded into silos. </li></ul><ul><li>Or so we’ve been telling ourselves. </li></ul><ul><li>With one half of our brains. </li></ul><ul><li>The other half is still advertising at us. </li></ul>
  4. 4. Customer Relationshp Management (CRM) isn’t enough. <ul><li>CRM doesn’t actually relate. </li></ul><ul><li>It talks to itself. </li></ul><ul><li>You’re still a target. A wallet with eyeballs. </li></ul><ul><li>Can we give CRM something more to relate with? </li></ul><ul><li>Something that makes them more money? </li></ul>
  5. 5. What we need is VRM: Vendor Relationship Management. <ul><li>With VRM, we get to manage our relationships with vendors. </li></ul><ul><li>We get to set our terms. </li></ul><ul><li>We get to help vendors in ways CRM systems currently prevent. </li></ul><ul><li>We get to help CRM actually relate for a change. </li></ul>
  6. 6. With VRM I can inquire and relate to markets, on the fly. <ul><li>For example, I want to buy a stroller for twins from somewhere near USC in the next 2 hrs … </li></ul><ul><li>— without going into a silo (e.g. eBay), or giving any more than the required information… </li></ul><ul><li>— which mainly consists of being trustworthy and having money to spend. </li></ul>
  7. 7. I should be able to express global (and logical) preferences outside of anyone’s silo. <ul><li>For example, </li></ul><ul><li>IF I am calling for tech support, </li></ul><ul><li>THEN I don’t want to hear a commercial message. </li></ul><ul><li>AND I am willing to pay $X to reach a human in <60 seconds. </li></ul>
  8. 8. I should be able to manage my own health care data. <ul><li>Instead of risking my life when I fill out manual forms with names of diseases I don’t know how to spell. </li></ul>
  9. 9. So we’re working on that. <ul><li>We’re a Berkman project, and a community of developers and other interested parties. </li></ul><ul><li>Including marketers. We offer hope. </li></ul>
  10. 10. Our first use case is paying for public media. <ul><li>Because… </li></ul><ul><li>A lot of non-payers are willing to pay… </li></ul><ul><li>Especially if isn’t just through fund drives. </li></ul><ul><li>We just need a way. </li></ul><ul><li>And we have one. </li></ul>
  11. 11. Say hi to the relbutton : <ul><li>It says, </li></ul><ul><li>“ I want to pay… </li></ul><ul><li>what I want.” And/or, </li></ul><ul><li>“ I want to relate… </li></ul><ul><li>on my terms… </li></ul><ul><li>and not just yours.” </li></ul><ul><li>“ This is my code’s way </li></ul><ul><li>of letting your code know that. </li></ul><ul><li>Even if you’re not listening. Yet.” </li></ul>
  12. 12. The relbutton can represent four different states. <ul><li>Intention to relate (and to pay). </li></ul><ul><li>Existing relationship. </li></ul><ul><li>Intention to buy (from anybody, on my conditions). </li></ul><ul><li>Intention to sell, but also to relate on your (the buyer’s) terms, as well as mine. </li></ul>
  13. 13. Here’s how it might look in use: <ul><li>Now we have a tool that lets both buyers and sellers express their intentions, scaffold their relationships. (Among much more. No limit.) </li></ul><ul><li>Listeners, viewers and readers can both pay for and relate to public media in ways that work for both. </li></ul><ul><li>Of course, this can work for print as well. </li></ul><ul><li>And for music. Think about it. </li></ul>
  14. 14. What happens once we’re actually relating (besides making more money)? <ul><li>Better ways for anybody to pay for anything. </li></ul><ul><li>Relationships not contained by CRM systems. </li></ul><ul><li>Markets that aren’t “your choice of silo.” </li></ul><ul><li>More and better data in the right hands. </li></ul><ul><li>The end of the split inside our heads. </li></ul>
  15. 15. Join us here: <ul><li> </li></ul><ul><li>We’re a project of the Berkman Center. </li></ul><ul><li>We’re a development community that’s already very active and fun. </li></ul>